E Source Report: Who Are These People Who Want Higher Electricity Bills?

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E Source Report: Who Are These People Who Want Higher Electricity Bills?

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TO ENVIRONMENTAL, ENERGY AND BUSINESS EDITORS:

E Source Report: Who Are These People Who Want Higher Electricity Bills?

BOULDER, COLORADO, Jun. 13 -/E-Wire/-- These customers are highly educated, they tend to be in their prime earning years, they are located in every region of the country, and they have proven that they are willing to pay more for their electricity if it comes from renewable or "green" generation sources. So who are these people?

To answer that question, E Source partnered with four regulated utilities in the U.S. and Canada and talked with 1,200 of their residential customers who currently purchase green energy. E Source also called 400 randomly selected people who don't purchase green energy, but who live in the same utility territories, to serve as a control group.

Findings from this research are compiled in the latest in a series of reports by E Source about how to successfully sell green energy. "Understanding Residential Green Energy Buyers: A Market Research Survey" explains how to cost-effectively find likely green energy buyers and provides tips for marketing to them. The survey was the first of its kind to take green energy buyer profiles from the theoretical to the actual.

E Source analyzed data from people who have already bought green energy. The research reveals what beliefs and opinions motivate green energy buyers and describes the most effective marketing channels for reaching them at low cost. Adam Capage, lead researcher for this report, explains, "For too many years now, green energy marketers have relied on what people say they are going to do. We wanted to provide information about people who have already acted to buy green energy."

Some key findings include:

-- Likely green energy buyers can be found in every region of the United States, though they are more prevalent in the Northwest and Northeast.

-- Green energy buyers are best described as well educated and politically liberal. Income is not one of the strongest predictors of who is most likely to purchase green energy.

-- Eighty-five percent of households currently purchasing green energy say they are "very likely" to continue doing so. Seventy-one percent say they will do so even if the price increases by $1 per month, or about 15 percent more than they are paying now for their green energy.

"Selling green energy effectively relies on properly segmenting people and then repeatedly explaining the value of green energy," says Capage. "This research was conceived, and the final report was written, with the single-minded goal of helping green energy providers do these things cost-effectively."

To learn more about this report, or to order a copy, please contact Adam Capage at [REDACTED-PHONE].

E Source, a trademark of FT Energy, Inc., is an energy information and consulting service providing organizations with unbiased, independent analysis of retail energy markets, services, and technologies. E Source clients include more than 400 electric and gas utilities and other energy service providers, large corporate and institutional energy users, government agencies, energy service companies, manufacturers, consultants, research institutions, and other organizations in more than three dozen countries worldwide.

To see the FT Energy press room, which includes information on how to receive press releases and other information, please visit http://www.ftenergy.com/press.asp.

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